Nearly 60% of digital FMCG adspend is wasted

An overview of the effectiveness of global FMCG digital advertising and trade spend.

Nearly 60% of digital FMCG advertising spend is wasted, according to the latest research from AlixPartners. In a survey of over one thousand global executives, 58.3% said their digital ad investment has a negative ROI or the ROI is unknown, equal to $35bn....

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